Social media marketing done properly is probably THE most effective and efficient marketing medium available today. Many small and/or local businesses see an incredible amount of new business derived from making meaningful connections with their audience within the social graph, however most do not. In my experience, there are four main mistakes that small businesses and individual marketers make within social media that prevent them from achieving returns.
1) Knowing what you don’t know – A huge mistake many small businesses make is to just jump in without the knowledge and experience. I often tell people that you are better off not doing social media, then to do it wrong.
I recommend that you do one of two things. a) Pay for some education from someone that has actually done it effectively [here's one option] or b) Hire the expertise, in the form of a professional social media agency. Either of these options will be WELL worth the expense!